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Of all the review sites, Google has the fewest safeguards against fake reviews and Yelp is the polar opposite. Yelp uses a bayesian algorithm which is what most email SPAM filters use. Of course its heavily modified and geared towards their needs. And, as we've all experienced, they throw out a lot of legitimate reviews, good and bad, in the process. Google prefers to solve problems on a macro level with algorithms. Some smart folks at Cornell University came up with one to spot fake reviews. Here is the article: http://www.nytimes.com/2011/08/20/technology/finding-fake-reviews-online.html?_r=2. Most likely they'll develop or acquire this in order to increase review quality. Unfortunately, none of this helps us in the short-term. For now, I'd recommend responding to the reviews even if they are patently fake. I'd be very cautious about calling any of them out for it. That could get ugly fast. Be judicious about reporting the problems to Google. False reviews are against their TOS and a properly worded appeal can be very powerful.
Of all the review sites, Google has the fewest safeguards against fake reviews and Yelp is the polar opposite. Yelp uses a bayesian algorithm which is what most email SPAM filters use. Of course its heavily modified and geared towards their needs. And, as we've all experienced, they throw out a lot of legitimate reviews, good and bad, in the process.
Google prefers to solve problems on a macro level with algorithms. Some smart folks at Cornell University came up with one to spot fake reviews. Here is the article: http://www.nytimes.com/2011/08/20/technology/finding-fake-reviews-online.html?_r=2. Most likely they'll develop or acquire this in order to increase review quality.
Unfortunately, none of this helps us in the short-term. For now, I'd recommend responding to the reviews even if they are patently fake. I'd be very cautious about calling any of them out for it. That could get ugly fast. Be judicious about reporting the problems to Google. False reviews are against their TOS and a properly worded appeal can be very powerful.